Findings – The research revealed the emergence and explanationof a competitor model containing relationships that had not beenconsidered by previous models, i.e., the direct influence of technologicaleducational capabilities on marketing capabilities.

Originality/value – The results revealed greater managerial complexitywhen referring to the relationship between DCs and performance,and contribute to research concerning HEIs in Brazil and to academicmanagement itself.

The RBGN has the financial support from Fundação Escola de Comércio Álvares Penteado - FECAP and development agencies Conselho Nacional de Desenvolvimento Científico e Tecnológico - CNPq and Coordenação de Aperfeiçoamento de Pessoal de Nível Superior – CAPES.

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